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JC Jewelers
A 527 piece catalogue where almost nothing is a standard product
A jewellery catalogue and a bespoke commission process running side by side in one WooCommerce store.
- Sector
- Jewellery
- Platform
- WordPress · WooCommerce
- Role
- Design & development
- Live
- jcjewelers.com
Homepage · selected view
What the site holds
- 527 products
- 5 categories
- 745–20,295 prices in US dollars
- Custom order enquiry running alongside the standard cart
- Identity verification and shipping rules tied to order value
The challenge
High value pieces do not behave like normal products
In brief
Catalogue and custom orders for a jeweller in Jackson, Wyoming.
A jeweller in Jackson sells two things at once. There is a catalogue you can add to a cart, and there is a conversation that starts with a photograph and a rough idea and ends with a ring that did not exist before.
Most jewellery stores force those into one flow. The catalogue becomes a brochure nobody buys from, or the custom work gets buried behind a contact form that loses every detail worth keeping.
The approach
Let the two journeys stay separate
-
Give the catalogue real structure
Rings, wedding rings, pendants, earrings and bracelets each carry different attributes, different variant logic and different sizing. Categories were modelled around how the pieces differ, not around a generic product template.
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Keep the custom route conversational
The enquiry path for bespoke work collects the vision, the reference images and the constraints before anyone talks about price. It sits beside the shop rather than inside it.
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Encode the commercial rules once
Free shipping above $1,999 and identity verification above $1,000 are business rules, not copy. They live in the checkout logic so they cannot fall out of sync with what the site says.
What changed
Every design decision here connects to a visible operational or editorial improvement.
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A catalogue that a two person team can maintain without a developer
Adding a piece is a matter of filling in the fields its category already defines, so the shop grows without a release.
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Custom commissions arrive with the detail needed to quote them, instead of a name and a sentence
A quote can be written from the enquiry itself, without a round of questions to establish what was being asked for.
Contribution
Platform, application layer, content model and maintainability are treated as one system
The stack supports the experience without becoming the story.
JC Jewelers
jcjewelers.com
- Core platform
- WordPress · WooCommerce
- Commerce
- Variable products · gift cards · order value rules
- Content
- Shop · custom pieces · blog · repair services
- Engineering focus
- Catalogue maintainability · checkout logic
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- Focus
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- Role
- Design & development
Start with the real constraint
Selling something a template cannot describe?
Share what the current workflow cannot do. We can begin there and define what the next version actually needs.
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